February 24, 2024
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February 24, 2024
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Turn Passive Searchers Into Active Supporters With Google Ad Grants

Trying to build support for your favorite nonprofit organization can feel a lot like shouting into the wind. You feel invested in this great cause, but it’s so hard to get others to join you.

Sometimes, it’s just a matter of reaching people at the right moment. But how do you know when that moment arrives? Leverage the power of search intent; put your mission in front of people the moment they search for something related to your cause.

Google gives qualifying nonprofit organizations up to $10,000 to spend on ads per month in their Ad Grants program. There are rules and regulations, but the important thing to know is that the money is there waiting for you. Use it to meet your future supporters when they are ready to meet you.

But don’t start advertising your organization in the hope of getting as many people as possible to donate to it. The time and effort you put into it will be wasted. When it comes to giving away money, most people do not search for new ways to do so. The power of your website to convert clicks into actions lies in offering volunteering opportunities, events and more on your website.

You will be able to see exactly what headlines, messages and calls to action turn passive visitors into active volunteers and engaged subscribers by reviewing your data as it comes in. When used wisely, this valuable information can turn into an engine for refining your language and focusing your ads to grow your reach.

As a strategic communications consultant, I’ve witnessed this firsthand. One recent client, a national Jewish nonprofit organization, ran ads that received more than 700 clicks in under two months, spending $4,525.62 in advertising on Google’s dime.

Remember — engaged supporters are the soul of your organization. Don’t wait for them to find you; use Google Ad Grants to strategically invite them in at just the right moment. Your next advocate is just one click away.


With more than a decade of experience in nonprofit communications, Faigy Gilder, MPA, works with organizations to communicate the impact of their work to achieve their goals. She partners with clients to provide customized solutions that fit their budget and vision, from managing Google Ad Grants to engaging supporters through email marketing. Schedule your free 45-minute consultation by emailing her at [email protected] and see what past clients have to say by reviewing her LinkedIn profile.

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